Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry

2021 ◽  
pp. 51-79
Author(s):  
Peng Chen
Keyword(s):  
Virtual Communities ◽  
Opinion Leaders ◽  
Fashion Industry

scholarly journals THE IMPACT OF INSTAGRAM MARKETING ADOPTION TOWARDS CONSUMER PURCHASE DECISION ON FASHION

2020 ◽  
Vol 8 (2) ◽  
pp. 1
Author(s):  
Daniel Augustinus ◽  
Agnes Agnes
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Virtual Communities ◽  
Positive Impact ◽  
Strong Relationship ◽  
Purchase Decision ◽  
Fashion Industry ◽  
The World ◽  
The Impact

Social networking sites have been emerged and transformed the world, bringing the world and its people closer. Social media which are part of social networking sites have become more effective in marketing tools; it helps in creating opportunities and awareness to consumers. Social media platform such as Instagram has recently become the most popular social networking sites among the young people. In addition, selling and market the products in the virtual store on Instagram represents a new shopping mode for most consumers, especially youngsters both men and women, and they represent an important role in influencing fashion consumer purchase decision through social networking sites. This study attempted to investigate impact of social networking sites towards consumer purchase decision on fashion industry. Therefore, questionnaires are spreaded out to 110 respondents who are social media users in Medan in order to gather the necessary information and data. The results of this research, it is concluded that social networking sites (the usability of Instagram) influences and give impact towards consumer purchase decision on fashion. Moreover, both of the variables have a strong relationship on each other and considered to be linear. The results also demonstrate that Instagram influences fashion consumer purchase decision through its usability such as good metrics, eye catching content, and recommendations from others. Furthermore, Instagram is also proved to have a positive impact towards consumer purchase decision by creating awareness, provide satisfaction feeling and creating virtual communities which may motivates consumer to do an online purchase.  

How to Drive Brand Communication in Virtual Settings

2020 ◽  
pp. 212-226
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Virtual Environments ◽  
Social Engagement ◽  
Analytical Approach ◽  
Virtual Communities ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
Brand Communication

The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.

How to Drive Brand Communication in Virtual Settings

2017 ◽  
pp. 248-263
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Virtual Environments ◽  
Social Engagement ◽  
Analytical Approach ◽  
Virtual Communities ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
Brand Communication

The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.

Are marketers losing control of fashion brands?

2014 ◽  
Vol 30 (6) ◽  
pp. 20-22 ◽  
Keyword(s):  
Virtual Communities ◽  
Future Research ◽  
Fashion Industry ◽  
Wide Audience ◽  
Content Type ◽  
Information Platform ◽  
Brand Meaning ◽  
Ethnographic Approach ◽  
International Audience ◽  
Practical Implications

Purpose – This study aims to examine the influence of fashion blogs on consumer brand preferences and investigate the emergence of “communities of style” associated with combinations of fashion brands. Design/methodology/approach – This study undertakes a netnography of Swedish fashion blogs, applying an ethnographic approach to information posted on the Internet. Findings – Right now, there are probably more people in Sweden reading or posting on a fashion blog than there are reading a newspaper. There were greater than 60 Swedish fashion blogs generating greater than 10,000 visits a week back in August 2009; ten of them each generated greater than 100,000 visits a week. It is an increasingly global phenomenon – the location of choice for internationally known elite fashion bloggers. This is a consumer-driven information platform publicizing the brand choices made by stylish people to an international audience – a development with considerable implications for fashion industry marketers. Research limitations/implications – This study focuses on the Swedish blog network. Future research could use a similar netnographic approach to identify international communities of style and relate them to the global fashion industry. Practical implications – The study draws attention to the way this development shifts power over brand meaning toward consumers and away from marketers. Social implications – The study shows that fashion blogs can demonstrate all the characteristics of a community and can communicate with and influence a wide audience. Originality/value – The study highlights the use of style as a way to bring consumers together in virtual communities involving the selection and combination of multiple brands.

scholarly journals Fashion Sector and Instagram Influencers. The case of Albania

2021 ◽  
Vol 17 ◽  
pp. 1094-1105
Author(s):  
Kreshnik Bello ◽  
Hysen Muceku ◽  
Margarita Ndoka
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Purchase Intention ◽  
Quantitative Approach ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Fashion Industry ◽  
Online Questionnaire ◽  
The Impact

Nowadays we face an ever-growing number of people using social media, and Instagram is one of the most popular, where its users are exposed to the content generated by opinion leaders/influencers. The role of influencers has already been acknowledged by both academy and the companies, yet the literature in regard with this topic faces some limitations. At the same time, evidence shows that Instagram is the mostly used platform by influencers/opinion leaders in the fashion industry and influencers/opinion leaders are an important source of impact for their followers. The aim of this paper is to explore the role that influencers on Instagram play in the behavior of consumers. Its main objective is the identification of the impact that some antecedents (stimuli) have on the opinion leadership, as well as the impact that the latter has on the consequent (response) purchase intention of consumers, in the fashion sector in Albania. The research followed a quantitative approach, with a sample of 412 followers of a fashion focused Instagram account (of a non-traditional celebrity), that answered an online questionnaire. The results of the research suggest that opinion leadership impacts the consumer behavioral intentions. In regard with the practical and theoretical implications, this study contributed to a better understanding of the role of Instagram influencers in fashion sector, allowing the enrichment of literature and information in the Albanian environment. The research has also provided evidence that the use of influencers is a successful tool for marketers and companies in the fashion sector.

Mobilizing Opinion Leaders to Implement Changes in Practice

2004 ◽  
Author(s):  
Holly A. Hills ◽  
Roger H. Peters ◽  
Kathleen Moore ◽  
Deborah Rugs ◽  
M. Scott Young
Keyword(s):  
Opinion Leaders
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